Views to european cherry market
Dr. Manfred Büchele
1. Some data to market situation 2. Learning more about cherry market 3. Requirements within COST action Some data to market situation Cherry production EU 27 in 2011
Italy Spain France Germany Grece Poland Hungary Bulgaria Romania Rest
total produktion 750.000 t approx 50 : 50 % sweet : sour cherries Cherry production in Europe and Germany
Europe cherry production Titre du graphique 45 1000 40 900
800 35
700 30
600 25
500 20 400 15 300
10 200
100 5
0 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Sweet cherries Sour Cherries Cherrie production regions in Germany 2011 and 2011
Sweet cherries 2010 2011
Region Area (ha) t Yield t/ha Area (ha) t Yield t/ha
B-W 2125 15789 7,4 2125 20380 9,6
Lower Saxony 536 4324 8,1 523 3635 7,0
Palatina 473 2653 5,6 473 3075 6,5
Rest 2255 8065 3,6 2217 9945 4,5
Germany total 5389 30831 5,7 5338 37035 6,9
Sour cherries 2010 2011
Region Area (ha) t Yield t/ha Area (ha) t Yield t/ha
Thuringia 345 2204 6,4 327 3099 9,5
Saxony 610 4013 6,6 523 3635 7,0
Palatina 826 6543 7,9 826 7879 9,5
Rest 1127 5505 4,9 1179 7681 6,5
Germany total 2908 18265 6,3 2855 22294 7,8 Market for cherries Germany 2010 in tsd. t Only Central market Sweet cherries Sour cherries
Production 31 18 Sweet cherries
Import 29 19 Class 1 6,1
Turkey 13 Serbia 2 Class 2 0,35
Spain 4 Poland 1 Spirits 2,1 Industry 3,2 Italy 2 Austria 2 Sour cherries France 1 CSR 2 Class 1 0,2 Austria 2 Hungary 11 Class 2 0,1 Greece 3 Conserve 15,3 Hungary 0,1 Juice 3,8 Bulgaria 0,2
Consumption 60 37 Inside trade EU: 78 tsd. t; imports to EU: 38 tsd. t; Export ex EU 10 tsd. t There should more cherries to be sold …(not only in Germany) Per capita consumption / marketvolume fruits fruit kg/year Germany in t apple 29,7 2.435 banana 10,4 853 orange 6,1 500 Cherries are table grape 5,7 467 very tasty clementine 4,2 344 peach 3,6 295 strawberry 3,4 279 A considerable pear 2,8 230 increase of cherry 2,2 180 market should wood berries 1,7 139 be possible rasberry 1,4 115 citrus 1,4 115 Why are these plum 1,2 98 grapefruit 1 82 chances not be sweet cherry 0,8 66 used ? apricot 0,8 66 others 7,4 607 Percentage consumers buying and price different fruits
% €/kg apricot 34% 2,65 cherry 30% 4,54 plum 42% 1,55 Cherries are nectarine 64% 1,54 peach 43% 1,9 expensive apple 90% 1,28 pears 58% 1,78 But Strawberries strawberry 72% 3,2 too table grapes 74% 2,57 orange 66% 1,03 easy peelers 80% 1,36 How can more grapefruit 21% 1,82 consumers be citron 57% 1,85 moved to buy banana 89% 1,17 cherries ? ananas 38% 1,15 kiwi 59% 1,95 mango 30% 2,25 melon 50% 1,04 Prices for cherries PO at Lake of Constance 2010
300
250
200
/dt 150 €/dt € 100
50
0 20+ 22+ 24+ 26+ 28+ Size
Only quality turns to account …. Where do Consumers buy fruits?
Sweet cherry Sonstige Verbrauchermärkte
Vom Erzeuger
Discounter (Wochen-) Märkte
apple Strawberry
O + G - Stand Supermärkte/SB- Kauf- und Geschäfte Warenhäuser
There is a deficit in market organisation Learning more about cherry market What do we want (or have) to know ?
Status quo Future developement Quality and varieties Chance for increase production Production areas and volume Higher quality Producer organization Logistical requirements Prices on different levels Possible Cooperations Trade flows Higher consumption Packing and Logistics Marketing aspects Selling points Market demand Open market review Exports Seasonal aspects etc. Per capita consumption Market potential Fields of Science cooperation Marketing programs Demand of praxis to science Problems in market access etc. How can we get this knowledge?
1. Statistics
+ hard facts + objective, analytic, scientific - retrospective - rather sectional less holistic - comparability of datas - misleading conclusions - future aspects missing
How can we get this knowledge?
2. Survey (advanced Delphi-method)
+ expert opinions + holistic and target-oriented + prognosis aspects - Arbitratry and subjective - Extensive and costly
How can we get this knowledge?
3. Best practise/ failures
+ expert opinions + holistic and target-oriented + prognosis aspects + confirmability - Arbitratry and subjective - Not scientific - portability
3. Requirements to partners within COST action Increasing efforts with profund analysis or „how deep do we want to dig ?“
Statistical data • Participation at least greater producing regions • Mutual exchange of data • commitment to responsable person each Survey partner • Work with bachelor or master thesis • Separate EU-funded project
Best practise
Scientific and professional market expertise So: Whereto do we want to go ? and Who will come with us ?